Simple is viral

Eric Sundelöf points out that a viral marketing message needs to describe the identity of your service or product in a really simple, intuitive and exciting way. I'm sure that's right: bringing simplicity out of complexity is one of the most valuable things anyone can do for us in this crazy age.

I am building, with friends, a web service* that will provide "TLC for your blog". Does that phrase cut the mustard as a viral marketing message? I sure hope so.

*More details to follow as we move towards our private alpha launch... : )

Complexity and risk in branding and life

Grant McCracken writes about complexity and risk-taking for brand marketing:

What we want are brands that invite our involvement and then reward it. Involvement takes complexity and the willingness to open the brand to a variety of interpretations...

Much like with interpersonal relationships, really. Rewarding relationships always entail the risk of messiness and vunerability.